WWW 2012 Resourcing
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WWW 2012 Resourcing

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The 2012 research What Works Where in B2B Digital Marketing brings together the views of nearly 100 senior B2B marketers and compares what they think works with the view of the people they are ...

The 2012 research What Works Where in B2B Digital Marketing brings together the views of nearly 100 senior B2B marketers and compares what they think works with the view of the people they are targeting –224 buyers in business and professional services, financial services, engineering and manufacturing and technology and telecoms.

Whilst overall there are many indications that marketers are getting it right, some surprising results have emerged in terms of what really makes the difference between success and failure. In particular the divide between buyer and marketer on social and mobile is wider than we might have thought.

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WWW 2012 Resourcing WWW 2012 Resourcing Presentation Transcript

  • What Works Where in B2BDigital Marketing 2012Resourcing – in-house vs outsourced
  • WWW 2012 2Q: To what extent, if at all, do you outsource activity in each of the followingchannels to external agencies as opposed to doing it in-house? 7% 9% 4% 44% 38% Dont do 58% 57% 65% 60% All or mostly in- house 23% 26% 17% 18% Half outsourced/ half-inhouse 7% 7% 16% 18% 12% 35% 23% All or mostly 15% 18% outsourced 10% 12% Social media Email marketing Affiliate marketing Extranets Website development SMS/MMS Majority resource in-house
  • WWW 2012 3Q: To what extent, if at all, do you outsource activity in each of the followingchannels to external agencies as opposed to doing it in-house? (Continued) 19% 21% 31% 34% 34% 42% 47% Dont do 27% 27% 22% 15% 28% 24% All or mostly in- house 13% 20% 15% 12% 10% 7% 11% 10% Half outsourced/ half-inhouse 34% 36% 35% 31% 30% 33% 30% All or mostly outsourced PPC Digital advertising Online video/ podcasts SEO Microsites Mobile optimisation Mobile apps Majority outsource
  • WWW 2012 4Q: How many external agencies do you outsource your digitalmarketing activity to? Mean = 3 agencies 28% 27% 20% 10% 7% 5% 2% 1% 0% 0% 0% 0 1 2 3 4 5 6 7 8 9 10+
  • Thank you To view the research in full, visit: www.omobono.co.uk/wwwb2b For further information please contact Fran Brosan fran@omobono.co.uk or call 01223 307000©2012 Omobono Ltd. All ideas, concepts, brand-related names, strap lines, phrases, copy/text andcreative concepts developed and contained in this document remain the intellectual property ofOmobono Ltd until such time as they are procured by a third party.Anyone viewing this document may not use, adapt or modify the contents without our prior consent.Omobono Ltd. T +44 (0)1223 307000St Giles Hall F +44 (0)1223 365167Pound HillCambridgeCB3 0AE, UK www.omobono.com